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8/6/2019 Accont Mgt Lecture
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ROLES
AND
RESPONSIBILITIES
OF
AN ACCOUNT MANAGER
Joko Okupe
17thJuly 2003
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Who is an Account Manager?
Old Assumption
That person with charm, a genial smile, and perhaps the ability to
handle a head waiter- Herbert D Strauss Former MD Grey Advertising
New Reality
An Account Executive is that integral part of the decision-makingprocess on the accounts he handles.
He is the operational CEO on the accounts and must be organizedenough make effective decisions that will always impact positively on
his clients businesses.
He is the Jack-of-all-trade and Master-of-all.
He possesses the vertical view of the Agency business as well asClients businesses.
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Account Managers Roles
Acts as liaison between Client and Agency
Strategizes
Plans
Sells
Manages
Maintains
Administers
Consults
Clients AgencyAccount Manager
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Account Managers Responsibilities.
Must know the client
Must know the Clients Industry
Must know the Clients business
Must ensure consistent value delivery
Must know the Agency business and workings
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Critical basic knowledge areas.
Fundamentals of marketing
Brand Management
Strategic Planning
Management
Consumer Psychology / behaviour
Budgeting and Finance
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Difference between Account Management & Selling
The Salesman is focused on making sales of ready-made products or solution
The Account Manager is much part of the process ofcreating the solution.
Account Management has a holistic view of the total
process.
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Qualities of a good Account Manager.
Knowledgeable
Exposed
Self starter
Organised
Good co-ordinator
Good communicator
Good human relations Analytical
Business minded
Creative in approach
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Qualities of a good Account Manager.
Good writer and Presenter
Good sense of judgement-appraisal &
interpretation
Able to delegate
Able to impart knowledge
Good salesman
Motivator
Fast thinking
Doggedness
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Personality traits.
Vibrant high energy level
Intelligent
Ambitious
Honest
Trustworthy Courageous
Patient
Emotionally balanced
Friendly and humorous
Confident
Loyal
Tactful
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Service gap crises.
There areso many Account Managers
but no oneto offer help
and
no service .
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Service gap crises.
What really are you selling?
Campaigns?
Adverts?
Ideas?
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What are Clients needs?
1. Solutions to their problems.
2. Fair dealings.
3. Outstanding Service.
4. Partners they can trust for a lifetime.
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Defining & Managing Clients expectations.
When you are able to solve the problems that Clientsdrop on your laps, you are only maintaining the
status quo (meeting expectations)
When you go a few steps further by anticipating theClients problems,providing solutions to the
problems, you strive to help the Client avoid future
problems and you provide the Client with
unexpectedsupport,then you are servicing theClient.
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Defining & Managing Clients expectations.
Know the problem and provide a solution
Listen
Understand
Investigate
Ascertain
Strategise
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ESSENTIAL
COMMUNICATION
SKILLS
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Communication Process.
The Receiver is always rightbecause
it receives the message that is transmitted.
Ensure that you transmit the right message to the
right audience
Use the appropriate channel.Eliminate noise in the channel.
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Active Listening.Listen Actively by:
Listening and not talking - 80/20 rule
Giving undivided attention
Taking note of the tone of voice & body language
Taking detailed notes(exactly as stated)
Repeating what you think you heard
Ask the right questions-Insightful,pointed & direct
Maintaining eye contact
Taking note of what has not been said
Listening for the feelings behind the words
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Dynamics of Body Language.
93% of communication is non verbal
Pay attention to how other peoples body language impact
on your interaction with them and take cues from this when
you relate with others.
ASPECTS TO NOTE
Postures
Facial expressions
Hand & feet movements
Private space
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Writing Letters.
Respond to letters promptly
Ensure names are properly spelt
Ensure proper representation of titles &
designations.
Avoid visible erasures on letters
Avoid typographical errors
Learn the basics of official communication.
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PRESENTATIONSKILLS
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Producing effective Proposals.
Ensure a good understanding of the Problem.
Present the relevant facts and details.
Give an objective professional assessment of the
situation.
Set your objectives.
Present the Strategies.
Rationalise
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Attention Interest Desire Action
A I D A
Introduction Body Emphasis Conclusion
Flow of Presentation
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Meeting etiquette.
Prepare properly.
Dont waste time.
Always keep to scheduled appointments andif you cant send word ahead.
Prepare an agenda to guide the meeting.
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A few last words!
Continuously improve your knowledge base & skills-Read!Read!! Read!!!.
Be Proactive and not reactive.
Make your Clients more successful and their business lives
easier.
Be focused on creating and adding value.
Pay attention to personal grooming,finesse and etiquette.
Network as much as possible.
Strive to build lasting relationships.
Be diligent and strive for mastery.
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Thanks
and
Best wishes.